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Content Personalities: Working with Others without Going Insane

Content strategists and creators work with a wide variety of personalities and empathy is a big part of doing our job well. This presentation goes over the pros and cons of four distinct content personalities (Artists, Admins, Analysts, and Absentees) and provides suggestions for working with each.

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Content Personalities: Working with Others without Going Insane

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  1. Content Personalities: Working with Others without Going Insane Andrea Goulet Ford @andreagoulet ?1

  2. Content strategists and creators work with a wide variety of personalities.

  3. Our job is to extract ideas from other peoples’ brains and make sense of them.

  4. When we work with people
 like us, it’s easy. Fun even.

  5. When we don’t empathize with our partners, it’s not so fun.

  6. We can improve our work by understanding other people.

  7. Content Personality #1: 
 The Artist

  8. PROS CONS • Produces engaging content • Won’t delegate • Has a clear vision • Becomes bottleneck • Inspires others • Difficult to manage • Understands content value • Resistant to structure Instead of asking what you can do to help, provide options. “ I know there’s a lot going on, and I know x, y, and z are a priority. How about I help you with x by creating an outline, or coming up with a list of blog posts?”

  9. Content Personality #2: The Admin

  10. PROS CONS • Time management masters • Potential micromanager • Detail-oriented • Difficulty thinking “outside the box” • Provides structure and process • Content feels flat and unoriginal • Sticks to rules even when they 
 no longer serve a purpose • Organized and punctual Use constraints to your creative advantage. Instead of open-ended brainstorming, put the right types of rules around your creative thinking to generate greater results.

  11. Content Personality #3: 
 The Analyst

  12. PROS CONS • Data wiz • Unable to relate data to others • Understands complex topics • May not try new things • Often seen as credible • Tries to “game” or “hack” • Gleans insights to produce
 better content • Prone to using jargon Partner with a non-techie Use a non-technical person to work with The Analyst as a litmus test for how ideas will be interpreted by a general audience.

  13. Content Personality #4: The Absentee

  14. PROS CONS • Creative flexibility • Result often doesn’t match vision • Unhindered by failure • Doesn’t understand effort required • Able to try new things • Lack of support leads to frustration • Grow your leadership skills • Responds too late to be effective Uncover their priority and reframe your arguments. “I know you’re really focused on growing our subscriber base. This content should help because of x, y, and z.”

  15. ENJOYED THIS? STAY IN TOUCH! Andrea Goulet Ford yourbrandvox.com @andreagoulet ? Oh, hey! I’m also writing a book. This will be in it. So will other good stuff. Follow along at cultureofcontent.com or @Content_Culture.

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